Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

Marketing Metrics is a guide to creating a data-first marketing strategy that leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands, and creates data-driven product strategies. It covers new global laws that impact consumer privacy and data collection and usage and shows how to use data in a non-invasive, secure, and ethical way.

Format: Paperback / softback
Length: 336 pages
Publication date: 03 September 2022
Publisher: Kogan Page Ltd

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand, and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics, and metrics. Yet too often, they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past.

Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations, including Coca-Cola and Mercedes-Benz, it shows how to create a strategy that leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands, and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure, and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

Weight: 518g
Dimension: 157 x 234 x 29 (mm)
ISBN-13: 9781398606593